Issue link: https://digital.copcomm.com/i/4337
november 2009 / the tasting panel / 7 lished brands and own fun. We also decided to own a space that no one could truly pos- sess: the future." The SVEDKA solution was to create its own unique world and vision of the year 2033—a vision that consumers couldn't help but fall in love with. At the center of SVEDKA's futur- istic word is SVEDKA_Grl, the sexiest robot you're ever likely to encounter. Created by legendary Hollywood special effects designer Stan Winston, SVEDKA_Grl is the face of the brand and embodies a funky, optimistic vision of tomorrow. "SVEDKA_Grl is the Marl- boro Man of the future," Hahn explains of the digital fembot. "She epitomizes fun-loving confi dence and encourages people to loosen up and be their fl irtatious selves. She travels with the brand, and is everywhere at once, which allows her to become a part of pop culture." With SVEDKA_Grl's coy, ever-present grin leading the way, the brand's unique marketing has helped capture an audience that shares SVEDKA's optimistic, fun-centric attitude. SVEDKA_Grl invites consumers to "Party like it's 2033." The national ad campaign features cheeky slogans like, "Once you go fembot you never go back," and "I text, therefore IM." This campaign, in conjunction with a series of intriguing "SVEDKA Adult Playground 2033" events produced in partnership with some of the biggest names in nightlife, gives consumers a peek into SVEDKA's world. The call to the future is working. The brand is experi- encing the fastest growth trajectory in the spirits indus- try—ever. In just a few short years, SVEDKA has become the third most imported vodka in the country, and has recently surpassed the two million case mark—not to mention growing its sales by 50% in the last year alone. Shad Mazepa, On-Premise Specialist for SVEDKA and Charlie Burfi eld, Key Account Specialist for Southern Wine and Spirits, enjoy a classic SVEDKA Martini at Crusta- cean in Beverly Hills, where SVEDKA is selling very well. The call to the future is working. The brand is experiencing the fastest growth trajec- tory in the spirits industry—ever."